May 2025

Meta CEO Mark Zuckerberg predicts a future where AI will understand you so well that different AI personas will become your “friends.”

In a new interview with podcaster Dwarkesh Patel, Zuckerberg said that he thinks “the average person wants more connectivity, more connection that they actually have,” and thinks AI chatbots trained to have different personalities could help fill that void.

“The average American, I think, has fewer than three friends, three people they’d consider friends, and the average person has demand for meaningfully more, I think it’s like 15 friends,” Zuckerberg told Patel. (He was likely referring to a 2023 Pew Research Center survey, which found that 40% of Americans say they have three or fewer friends, while 38% have five or more.)

Zuckerberg says AI has the opportunity to fill that gap.

Related: Meta Is Building AI That Can Write Code Like a Mid-Level Engineer, According to Mark Zuckerberg

Although he said that AI would “probably” not replace in-person or real-life connections, it could help people feel less alone. He added that users are already tapping into AI to prepare for difficult conversations with people in their lives, and other companies are already offering AI personas as virtual therapists and romantic partners.

“For people who don’t have a therapist, I think everyone will have an AI,” Zuckerberg said in a separate podcast with analyst Ben Thompson last week.

Related: Meta Is Testing AI That Can Catch Teenagers Trying to Get Around Age Rules on Instagram

However, not everyone is on board with having AI “friends,” and social media users criticized Zuckerberg for his comments.

The writer Neil Turkewitz wrote on X that Zuckerberg’s perspective “is what happens when you believe that humanity is reducible to binary data — you think of friendship through the lens of supply & demand.”

Other users questioned if AI friends would tell humans how to vote and what to believe, while another tracked Meta’s evolution from a place to connect with friends in 2006 to a place to connect with “imaginary friends” in 2026.

Some were more optimistic, writing that they “wanted an AI friend.”

Carolyn Rogers, head of marketing at the agency Blokhaus, wrote on X that the next step would be for AI friends to start recommending products, enabling Meta to monetize that friendship.

2006 – Join Facebook to connect with your friends
2026 – Join Facebook to connect with your imaginary friends

— WRLB? (@WRLB2) May 1, 2025

Zuckerberg’s comments arrive as Meta released a standalone Meta AI app last week to compete with OpenAI’s ChatGPT, Google’s Gemini, and xAI’s Grok.

Zuckerberg revealed in an Instagram video about the app’s release that almost a billion people use Meta AI globally across the company’s apps like Facebook, Instagram, and WhatsApp.

Related: Meta Takes on ChatGPT By Releasing a Standalone AI App: ‘A Long Journey’

Former employees at IBM were replaced with AI, the company’s CEO confirmed earlier this week.

IBM CEO Arvind Krishna told The Wall Street Journal on Monday that the tech giant had tapped into AI to take over the work of several hundred human resources employees. However, IBM’s workforce expanded instead of shrinking—the company used the resources freed up by the layoffs to hire more programmers and salespeople.

“Our total employment has actually gone up, because what [AI] does is it gives you more investment to put into other areas,” Krishna told The Journal.

Krishna specified that those “other areas” included software engineering, marketing, and sales or roles focused on “critical thinking,” where employees “face up or against other humans, as opposed to just doing rote process work.”

Related: IBM Exec Says 7,800 Jobs (or Nearly 30% of Its Workforce) Could Be Replaced By AI

IBM CTO Ji-eun Lee said earlier this year that IBM’s AskHR agent had automated 94% of simple, routine human resources tasks, like vacation requests and pay statements. Meanwhile, IBM’s AskIT agent reduced the number of calls and chats for the IT team by 70%.

IBM saw a “productivity improvement” of $3.5 billion over the past two years by using AI in more than 70 business areas, Lee stated.

IBM did not disclose when the HR layoffs and subsequent hiring in other departments occurred. The company employed 270,300 workers globally as of its 2024 annual report.

^{IBM CEO Arvind Krishna. Photographer: Christopher Pike/Bloomberg via Getty Images}

This week, IBM held its annual Think conference and introduced new products and services to grow its generative AI division, which has become a $6 billion business. The tools allow customers to build their own AI agents, capable of autonomously carrying out complex tasks, in under five minutes.

The service is similar to offerings from Amazon, Nvidia, and Microsoft.

Related: AI Agents Can Help Businesses Be ’10 Times More Productive,’ According to a Nvidia VP. Here’s What They Are and How Much They Cost.

Krishna has worked for IBM for over 34 years and stepped into the CEO role in 2020. Wedbush analyst Dan Ives told Business Insider on Wednesday that Krishna was in the process of transforming IBM into an AI company.

“It’s still the first inning in a nine-inning game,” Ives told the publication.

Krishna isn’t the first CEO to say the company has replaced people with AI.

Klarna CEO Sebastian Siemiatkowski stated last year that its AI chatbot did the work of 700 customer service agents and later announced that the company was undergoing a hiring freeze and filling in the gaps with AI.

Meanwhile, Salesforce CEO Marc Benioff said in September that the company’s new AI agents could replace gig workers during busy seasons.

Money can ruin your relationship — so when you say “I do” at the altar, you need to also say “I DO” with your finances.

I DO is a framework I developed for navigating your finances as a married couple. It goes like this:

Initiate the Conversation
Divvy Up “Yours, Mine and Ours” Accounts
Opt For a Prenup

To show you how it works, I’ll give you a real-life example — with the celebrity couple Sharna Burgess and Brian Austin Green.

Step 1: Initiate the Conversation

Initiating a money conversation seems like it would be a no-brainer — but a lot of couples put it off.

This is what happened with Sharna and Brian. “ We had a baby a lot quicker than we thought we were going to,” Sharna told me on my podcast Money Rehab this week. “I think because it was like going through a tunnel at full speed in the beginning of our relationship, there were some conversations that just got missed.'”

If you haven’t had this conversation yet, have it now. Don’t wait a moment longer. If you wait until the “right time” to have the money talk, it’ll be too late.

So, what should you talk about? Here’s a place to start:

Step 2: Divvy Up Accounts

Here’s the first question that couples face: Whose money is whose?

This is a personal decision, and there’s no system that works for every couple. Some couples combine finances. Some keep them separate. Personally, I like a system I call “Yours, Mine, and Ours”.

It’s simple: You keep a bank account that’s just for you, your spouse keeps an account just for them, and you both contribute to a shared account. This way, you retain some financial independence but also build a financial life together.

This is what Sharna and Brian do. For Sharna, it helps keep the magic alive. “I don’t want to be over his books, because that’s not my job,” she said. “I feel like that takes some of the romance away.”

But as you create a plan to merge finances, you should also create a plan to disentangle them. Which means…

Step 3: Opt for a Prenup

If you have any form of an “Ours” or joint account, a prenup is critical.

This conversation can make people uncomfortable. I first spoke to Sharna a year ago, and asked her whether she and Brian have a prenup plan. She visibly froze, then told me it would be too awkward to discuss with Brian.

But a year later, she’s changed her tune. “ I think protecting yourself is a beautiful thing,” she told me more recently. “Knowing that everything is fair and you’ve made the big decisions, I think it’s incredibly smart.”

I completely agree — but I understand her fear from a year ago.

Prenups feel unromantic and stressful, mostly because people think of prenups as divorce planning. But really, it’s just insurance. You don’t get car insurance because you’re planning on getting into a car accident. You get insurance in case of an emergency, and you hope you’ll never have to use it, but it makes you feel a little more comfortable in your car.

That’s how a prenup should feel — it’s an emergency measure that makes you feel more secure in your relationship, not less.

The intersection of love and money can be messy, but if you follow the I DO framework, you’ll be doing right by your partner, yourself and your wallet.

Federal Reserve policymakers announced that they were holding the federal funds rate steady after the Federal Open Market Committee (FOMC) meeting on Wednesday. The target range remains unchanged at 4.25% to 4.5%.

The last time the FOMC cut rates was at its December meeting, when it lowered the target range by 25 basis points, or 0.25%.

The federal funds rate is the borrowing rate that banks charge each other for loans. A lower rate ripples out to lower borrowing costs on credit cards and personal loans, though banks individually choose how to respond to rate changes. The average credit card interest rate is currently around 21%, while car loan rates for new vehicles are around 6%.

Federal Reserve Chair Jerome Powell said at a news conference following the FOMC meeting that inflation, which was at an annual rate of 2.4% in March, was still above its 2% target and that the Fed was taking a “wait and see” approach to its monetary policy adjustments.

Related: Core Inflation Is at Its Lowest Level in 4 Years — But Will the Fed Cut Rates? Experts Expect the Agency to ‘Stay Humble and Data-Dependent’

“There’s just so much that we don’t know, I think, and we’re in a good position to wait and see, is the thing,” Powell stated at the news conference. “We don’t have to be in a hurry. The economy is resilient and doing fairly well.”

^{Federal Reserve Chair Jerome Powell. Photo by Andrew Harnik/Getty Images}

Industry experts aren’t surprised. Ed Yardeni, head of Yardeni Research consultancy, told NBC News that the best thing for the Fed to do was to wait and see if inflation or unemployment poses more of a problem down the line.

“The evidence so far is that, for now, it’s likely to be more of a cost problem than a labor market problem,” Yardeni told the outlet.

Related: Are Amazon’s Prices Going Up? Here’s How the Company’s CEO Answered Questions About Tariffs.

Last month, President Donald Trump levied a 10% tariff on all trading partners and a tariff as high as 145% on China that could affect consumer prices.

Powell noted at the news conference that there was “a great deal of uncertainty” about tariff policies and stated that the Fed would carefully monitor the effects of tariffs on inflation and unemployment.

The next meeting is on June 17 and 18, and experts are already expecting the Fed to keep rates steady. Barclays estimates that the Fed will keep rates the same in June and make its first rate cut in July, while Morgan Stanley anticipates no rate cuts this year, per USA Today.

What does the Fed’s decision mean for mortgage rates?

Melissa Cohn, regional vice president of William Raveis Mortgage, told Entrepreneur in an email that she predicts mortgage rates should lower this week because the Fed decided to hold rates steady.

“Mortgage rates will drop a bit this week as bonds have cheered the Fed’s decision to leave rates alone,” Cohn stated.

Cohn also noted that May would be “a very telling month” as the Fed gets a better idea of the impact of tariffs on the economy.

“Now, it’s back to data-watching and, of course, to see where the tariff negotiations end up,” Cohn stated.

Your domain name does more than just direct people to your website — it’s your digital first impression. It builds credibility, boosts search visibility and often becomes one of your strongest brand assets.

Let me show you what that looks like in the real world.

One of my clients runs a $1 million e-commerce business. For years, they operated under a decent—but—forgettable domain. After a long negotiation, they bought the exact-match.com for $150,000. Within a year, traffic rose 32%, conversions jumped 18% and revenue increased by nearly $300,000. That single domain upgrade paid for itself.

In my own case, I’ve spent over $1 million on a domain. It wasn’t vanity — it was strategy. That investment returned many multiples in brand equity, inbound traffic and authority.

If you’re serious about building a business, you need to treat your domain like an asset, not an afterthought. And if the name you want is already taken? There’s a playbook for that.

Related: 8 Elements to Consider When Picking Your Domain Name

Step 1: Figure out who owns it

Start with a WHOIS lookup using tools like ICANN Lookup or DomainTools. If it’s public, you’ll see the owner’s info. If it’s private, you’ll often still be able to contact them through domain marketplaces or a broker.

Next, visit the domain:

• If it’s an active business site: Expect a tougher negotiation.
• If it’s parked or covered in ads: It’s likely for sale.
• If it redirects somewhere else: That signals strategic value—possibly for branding or SEO.

Also, check for trademarks via USPTO or WIPO. Legal issues can derail even the best plans.

Step 2: Estimate the value

Domain prices vary wildly. Here’s what impacts value most:

• Top-level domain (TLD): .com reigns supreme.
• Keyword relevance: Exact matches in competitive industries drive up price.
• Age: Older domains often carry SEO authority.
• Traffic/backlinks: Existing links or organic traffic make a domain more valuable.

Use tools like GoDaddy Appraisal, EstiBot, and NameBio for comps — but remember they’re estimates. Real sales data is better.

Step 3: Reach out the right way

Keep your first message short and low-pressure:

Hi [Name],
I’m interested in acquiring [domain.com]. Would you be open to discussing a potential sale?
Best,
[Your Name]

Avoid overselling your business or explaining why you want it — that just raises the price.

If you don’t hear back, follow up in a week. Many domain owners simply miss your first email or filter unknown senders as spam.

Related: Do’s and Don’ts of Securing a Domain Name

Step 4: Negotiate smart

Start below market, but not insultingly low. If a domain’s value is around $10,000, consider opening with $3K–$4K. Justify your offer with comparable sales or industry trends.

If the seller’s number is high, explore options:

• Installments: Many owners are fine with payment plans.
• Bundle: Ask if they own related domains you can purchase together.
• Quick-close bonus: A small extra for faster transfer often sweetens the deal.

Step 5: Use a broker (when it makes sense)

If negotiations stall — or if the asking price is way outside your comfort zone — a broker can help.

A good broker keeps your identity anonymous, knows how to value domains, and often gets better pricing. They’ll usually take a 10–20% cut, so weigh that against the time and effort you’d otherwise spend.

Step 6: Lock it down safely

Once you agree on a price, use a trusted escrow service like Escrow.com. They hold the funds until the domain is transferred to your registrar and in your name.

Verify the transfer is complete via WHOIS or your registrar dashboard before releasing payment.

What if it’s not for sale?

If the owner won’t sell, you’re not out of options:

• Set alerts on marketplaces like GoDaddy Auctions.
• Watch for expiration — some domains drop when owners forget to renew.
• Try alternate extensions (.co, .io, etc.), but use with caution — especially if the .com is actively used.
• Rebrand creatively. Some of the strongest brands out there weren’t obvious choices at first.

Final thoughts

Buying a domain — especially one that’s taken — takes persistence, research and sometimes a chunk of cash. But when done right, it’s one of the smartest long-term brand investments you can make.

I’ve bought domains for $2,000 and $1 million. In both cases, the return came from one thing: business impact.

Your domain isn’t just a URL. It’s your first impression, your brand foundation and a 24/7 trust signal.

Make it count.

Several years ago, I was so unhappy in a job that I started “rage applying.” I sat at my desk, making sure my boss wasn’t nearby, applying to job after job after job. I would go home and apply in the evenings and weekends as well. I was frustrated and angry. I felt so stuck in my career that I was spraying my resume everywhere and praying, applying reactively to any opening I could find online. Because how else could I get unstuck and out of this miserable job if I wasn’t actively looking?

Rage applying led me to apply for roles I wasn’t interested in or didn’t have the specific skills to do. I made mistakes on job applications and cover letters (one recruiter was kind enough to point out that I had inserted the wrong company name, in fact, of a competitor). I wasn’t prepared for calls with recruiters because I was exhausted from applying to all of those jobs. Rage applying didn’t help me get unstuck in my career. In fact, it sent me into a deeper spiral. I felt like I was trapped in quicksand with no way to escape and save my career.

It’s time to put an end to rage applying. Walk away from that keyboard and stop yourself from applying to another job in a mad dash, panicked and frenzied state. If you are unhappy in your current job, start by focusing on these three strategies.

Related: I Went Viral for Quitting My Job Because It Was Impacting My Mental Health. Here Are the 4 Things I Did to Prepare for Full-Time Entrepreneurship.

1. Assess your current career situation

Take the time to assess your current situation before immediately firing off another resume. What is the reason you are looking to leave your current job? Are there multiple things at play? Consider the following questions:

• Are you trying to leave a negative or toxic work environment?
• Is your boss not supportive? Are they disengaged? A micromanager? A bully?
• Are you doing twice as much work, covering for team members who have resigned?
• Are you left out of key meetings and conversations, and wonder if your boss and colleagues value you anymore?
• Are you not being paid fairly and equitably?
• Have you repeatedly been passed over for promotions versus your peers?
• Are you no longer growing and learning in your role?

Reviewing the answers to these questions will be important as you think about what’s next. Think about what you once enjoyed about your current job and what you are looking for in your next role. Consider the type of work you want to do, the skills you bring and what your non-negotiables are for your next role.

2. Be thoughtful and proactive about your next steps

Taking some time to assess your current situation can help you be thoughtful and proactive about your next steps, versus just applying for every job you see available and open. Here’s a starting roadmap to guide you:

• Make a list of industries you would be interested in working in, and identify which industries are adjacent to where you currently work. Include target companies you would be interested in working at or learning more about.
• Identify the types of roles you would apply for. Start with three types of roles you would consider (you may need to broaden that over time depending on the length of your search). Research titles, roles and responsibilities and salary ranges.
• Outline the current skills you have and what would be transferable, particularly if you are open to transitioning into another function, for example, moving from marketing to sales. If you have a gap in a particular skill set or want to learn a new skill, consider investing the time in this. LinkedIn Learning, Coursera and Udemy are all good places to start.
• Finally, ask for help. Tell your friends and family what you are specifically looking to do next. You can ask for their support and input on the assessment and/or considering your next steps. Those closest to you might have good insights about your candidacy and your career. Be careful about sharing plans with current colleagues, especially if you are concerned about your boss finding out you are looking to leave.

Related: Tired of Applying to Jobs with No Response? Try This Tactic, According to An Expert Who Helps Thousands of People Get Jobs

3. Use smart tools to help your scale your search

Particularly in this job market, we need all the help we can get to scale our search. There are only so many hours in the day we can devote to looking for another job, particularly if we are trying to keep our current job. Take the time to invest in smart tools to land your next opportunity:

• Notion is a great tool to help organize your career audit, career goals and what you want to do next. You can also keep notes of individuals you have connected with in your network, what advice they offered and any follow-ups. It’s a great place to store your roadmap in one place.
• Teal is a great tool to help you build your resume. You can apply for the right jobs faster by tailoring your resume. Teal will help you with your resume structure, the format, the content and more. You can also easily track all of your job applications. This frees up your time to focus on preparing for interviews and continue to build your network.
• Finally, tools like Massive help you auto-apply for roles. It’s your own personal AI recruiter and can help you apply to over 200 jobs a month with its job matching capabilities. The tool hand vets companies and fills out the job application on your behalf.

Smart tools can help you save time and focus on the things that matter the most in the job search: showing up in those moments that matter to share your experience and expertise. And letting recruiters, hiring managers and interview panels know what a strong asset you would be to their organization.

So step away from the keyboard and stop rage applying. Instead, craft and invest in a thoughtful approach to help you get unstuck in your career. And don’t be afraid to ask for help along the way.

On an episode of the Hill & Valley Forum podcast this week, Nvidia CEO Jensen Huang said that AI has brought new life to San Francisco.

It’s welcome news, considering that, since 2019, the story has been about San Francisco’s decline, both in population and in businesses. Business Insider reports that as many as 89,000 households left San Francisco during the pandemic, and major businesses like Palantir and Oracle also abandoned the once bustling tech hub.

Major retailers, including Nordstrom, shuttered their downtown locations, and sunny cities like Austin and Miami became the new hot places to establish an HQ.

But then came the AI boom.

Related: Elon Musk Calls San Francisco ‘Post-Apocalyptic’ as Another Major Retailer Leaves Due to Crime

The popularity of ChatGPT since it was released in late 2022 has led to an AI innovation wave, and San Francisco is seeing the benefits, Huang noted.

“It’s because of AI that San Francisco is back,” Huang said on the podcast.

“Okay, anybody who lives in San Francisco, you’ll know what I’m talking about. Just about everybody evacuated San Francisco,” he added. “Now it’s thriving again. It’s all because of AI.”

Related: Here’s How Much a Typical Nvidia Employee Makes in a Year

When it comes to AI taking jobs from humans, Huang said that while roles may be lost, others will be created.

“New jobs will be created, some jobs will be lost, every job will be changed,” he said.

Huang says that AI creates a “new type” of job. And can help bring back cities, apparently.

“It’s software development but done in a different way,” he said.

Related: Check Out Fubu Founder and Longtime ‘Shark’ Daymond John’s Miami Office

“Shark Tank” star Barbara Corcoran, 76, first got a glimpse of her dream home in 1992.

She was running Corcoran Realty at the time and was delivering letters for a messenger service as a side job to help pay her bills. One of her tasks was delivering an envelope to an apartment on the top floor of a building on Fifth Avenue and 97th Street.

When Corcoran entered the apartment, she was impressed by its terrace with views of Central Park. She gave the home’s owner her envelope and told her to call if she ever thought about selling the unit.

“I walked in and saw this green, lush terrace through the French doors, and said to the lady who let me in, ‘If you’re ever going to sell this, would you sell it to me?'” Corcoran told The New York Times in a previous interview.

Related: ‘How Lucky Am I?’: Tour Barbara Corcoran’s $13 Million New York Apartment

More than two decades later, she got a phone call: The home’s owner was ready to sell. Corcoran bought the 4,600-square-foot two-story penthouse apartment for $10 million in 2015 and renovated it for an additional $2 million over the next 18 months.

Now she’s saying goodbye, she says, because of the apartment’s curved staircase—she and her husband, Bill Higgins, 80, a former FBI agent, are finding the steps difficult to navigate. The pair found a new apartment, a single-story penthouse in the same neighborhood of Carnegie Hill, to call home.

Corcoran told The New York Times on Tuesday that she has listed her penthouse for sale for $12 million, slightly lower than what she spent buying and renovating it, but a “fair price” in her estimation. Monthly maintenance fees cost around $11,000.

Related: ‘Better Negotiation Position’: Barbara Corcoran Says Do These 2 Things When Asking For a Raise at Work

The apartment has five bedrooms, five full baths, and two half baths. Corcoran completely revamped the space to include features like a library with a wood-burning fireplace, a butler’s pantry, and a full kitchen off the terrace.

“The apartment is laid out like a multilevel jewel box,” Corcoran broker Scott Stewart, who is co-listing the apartment, told The Times.

Corcoran has previously been enthusiastic about her love of the duplex apartment. In a 2022 interview with TikTok star Caleb Simpson, Corcoran said she sat in the apartment’s kitchen every day and thought to herself, “How lucky am I?”

“Never ever did I think I would have such a pretty kitchen,” Corcoran told Simpson.

@calebwsimpson @barbara.corcoran ♬ Sunroof – Nicky Youre & dazy

Corcoran has recently lost a home due to fires. She revealed in January that fires in LA had destroyed her $800,000 mobile home in Tahitian Terrace Mobile Home Park.

Corcoran previously disclosed that she makes about $4.5 million a year from her investments, including profits she has made as a “Shark Tank” investor for 16 years. The millionaire sold her real estate company, The Corcoran Group, for $66 million in 2001 and has since closed 650 deals on “Shark Tank.”

Related: ‘I’m the Best Boss I’ve Ever Met’: Barbara Corcoran Says It Takes One Principle to Be a Good Boss

I’ve been in the hospitality industry for over 20 years, and it’s evolving today more quickly than ever. Like many CEOs, I am approached by vendors who are eager to show me the latest product or service they believe will revolutionize my business. And I get it — they are passionate about their solutions. Their teams pour time, energy and expertise into creating something they believe will change the game for restaurant brands. But here’s the truth that many of my peers and I agree on: not all pitches are created equal.

Over the years, I have chosen partners that align perfectly with my company’s goals, helping us grow and thrive in ways that benefit both parties. As more vendors come onto the scene, my teams have also been on the receiving end of pitches that were a waste of time for both us and the solution provider.

Time is one of our most valuable assets, and the right timing could also be the ultimate difference maker. Here are my tips to set yourself up for success and make your outreach count.

1. Find the right person to pitch

Take the time to find the appropriate person at the organization to contact. It is most likely to get into the right hands if you do, and if they are interested, they can elevate it internally. If you’re marketing an AI solution, do some digging and find a tech leader. If it’s a marketing platform, find the CMO or the primary user of the platform.

CEOs are sometimes treated by a switchboard and asked to redirect vendors to the right person within our organization. It should go without saying that this method is unlikely to be effective. When I receive a real referral from a trusted contact at another organization who has vetted the product and seen value for their brand, I’m much more inclined to listen. Genuine referrals always beat cold outreach, and if your product is compelling, the genuine referral will come naturally.

Related: How to Build Strategic Partnerships That Actually Drive Growth

2. Do your homework on our business

Many pitches we receive show the vendor knows nothing about our company. If you don’t understand our business model, challenges or where we are headed, how can you position your solution as the answer? There are common challenges in our industry, but that doesn’t mean there is a one-size-fits-all product that will address them. Personalize your pitching instead of a generic, scattershot activity that makes prospects feel like a number.

Vendors may be tempted to name-drop their biggest clients, but if you are trying to appeal to mid-sized or smaller companies, that can backfire. A better scenario would be a mutual connection reaching out to me on their behalf who thinks they could be a good fit, and recommending we connect.

Show relevant case studies that demonstrate how your solution has helped companies similar to mine. I want to see proof that you can help me succeed, not that you’ve landed Fortune 100 clients.

3. Get your company’s name out there beyond sales

Find ways to get in front of prospective customers, whether that’s media coverage, trade show presence, or other creative marketing tactics to build general awareness. Trade shows can be a goldmine for showcasing your expertise if you do it right. Attend sessions and use those nuggets to connect with other attendees or speakers. Refrain from aggressively pitching anyone who walks by your booth; instead, engage in a normal conversation to make a connection. That real connection you make can come back as a call to want to learn more.

One great recent example is a kiosk technology vendor that my company started working with last year. Our technology leader noticed the company at trade shows even before we were actively looking for a provider. We knew they worked with smart brands, similar to our size, we trust, not just industry giants. In our initial conversations, the company CEO and salespeople took the time to understand the nuances of our business and were clear about how they serve a range of company sizes. We found them to be a flexible provider that was super innovative and could bring great ideas to our business. They were honest that some of the capabilities we want are still in beta, and we could collaborate and grow together. That kind of transparency and flexibility is what builds trust and sets the stage for long-term partnerships. They continue to provide great support, and we have been learning together to make the kiosk experience for our operators and customers.

4. Be thoughtful with your outreach and avoid spammy tactics

Speaking of solutions providers, there are many ways to send mass emails. It’s not a bad thing to have email lists, but don’t overdo it on frequency, especially for cold outreach. Also, as more people use cell phones rather than office lines, your sales team should still respect their personal space and not text or call repeatedly, especially outside of traditional work hours. If you want to stand out, you have to be strategic and respectful in your outreach.

Think of it as an online dating site, and don’t pester people you are interested in. I have vendors who leave me two or three voicemails a week — all of which go unanswered. If your email or LinkedIn outreach looks like a generic copy-paste message, it will likely be ignored. Instead, focus on making real connections. Comment thoughtfully on posts that resonate with you. If you want to reach out, try a softer approach: “In case you ever need this, I’d be happy to share more.”

Related: A Successful Partnership Hinges on Careful Planning and Execution. Here Are 7 Things You Need to Ensure Partnership Success.

5. Set honest expectations and deliver on your promises

Nothing sours a business relationship faster than being sold by an A-team, only to be handed off to a less engaged support team after the contract is signed. Sometimes, even worse, the entire support function disappears, and we are left to implement and activate it by ourselves. This has happened with an industry-leading sales platform, and we were disappointed from day one and could not go fast enough through our contract terms. That company won’t be getting a happy customer referral from me. Sadly, I have been telling my peers to stay away. So, introduce your prospective client to the account management and client support team before they sign the dotted line.

Set realistic expectations and over-deliver. The result will be longer-term customers, and happy customers can lead to more introductions!

Pitch with purpose, not desperation

When times get tough and leads dry up, it’s tempting to resort to incessant cold calls and desperate outreach. But that approach can easily backfire. The best way to win your ideal customers is to pitch with purpose. In the end, winning the business doesn’t have to be the only goal. If both client and vendor can learn from the pitch process and gain valuable insight on ways to make improvements, that’s a big win.

Find the right person. Do your homework. Make genuine connections at trade shows. Be thoughtful in your outreach. Set honest expectations. And most importantly, build trust by demonstrating that you’re invested in mutual success.

Because at the end of the day, successful partnerships aren’t built on flashy pitches or aggressive tactics — they’re built on trust, value, and a genuine desire to help each other grow.